TECHNOLOGY
FACING
REALITY
GUEST EXPERIENCE , ROI SHOULD DRIVE EDGIER TECH INVESTMENTS LIKE BIOMETRICS .
Contributed by ELLIS BOOKER
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The Internet of Things has delivered many wonders .
At the U . S . Consumer Electronics Show in January , visitors saw an “ intelligent ” toilet that provides personalized cleansing and dryer functions , a heated seat , high-quality built-in speakers and upgraded , interactive , multi-colored ambient and surround lighting .
It ’ s one of an avalanche of IoT devices ranging from coffeemakers and beds to watches , bracelets and pendants . Some even measure biometric factors , such as heart rate and temperature , to monitor health and stress levels .
But for hotel property owners , the question remains : Will such gadgets improve the customer experience ? Will the data they collect offer insight into guest preferences and expectations ? Will they generate a positive ROI ?
“ This is not really a question of , ‘ Can it be done ?’ it ’ s much more a question of , ‘ Do you want to do it , and is it going to drive guest experience and ROI ?’” says Stephen Jennings , U . S . hospitality sector leader and principal at Deloitte Consulting . Jennings went on to | reference FlyZoo , Alibaba ’ s unmanned hotel in Hangzhou , China , launched last year .
Biometrics ( fingerprint or face scans ) have been proposed as a room access method , and there is some evidence that consumers may be ready for such systems . Atmosphere Research Group recently surveyed British and American consumers about whether they would share their biometric data with hotels . Of more than 5,000 Americans surveyed , 64 % said they would . Of the more than 5,000 U . K . residents surveyed , 60 % said they would .
Some real-world deployments exist . At Intercontinental Shanghai Wonderland , face scanners enable guests to verify their identity at check-in , pick up a digital room key and access the dining room at breakfast .
But Deloitte ’ s Jennings does not think biometric measurement will play a role for hotels — at least not in the short term . “ I think you ’ re much more likely to see the equivalent of the Disney band ” – the MagicBand introduced by Disney World
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